Half Minute Media was established in 2002 to develop and operate systems which unilaterally detect and replace advertising in live television broadcasts. The company has operated networks of these systems in pubs, bars, restaurants and fitness clubs since the day of the kick off of the Rugby World Cup in October 2003. The largest growth in the business has been in large sports bars where 3rd party advertising and in-house promotions are targeted to each venue’s audience. Advertisers over the years have ranged from niche travel operators and local events through to major international brands. The systems are covered by a number of granted national and international patents and are now being licensed to 3rd party operators in the UK and abroad.
The company is privately owned by a small number of investors. In 2004, the company received loan funding through the Small Firms Loan Guarantee Scheme and in 2007 the Norwegian venture capital firm Inmedia Invest KS invested in the business. Half Minute Media Ltd is the owner of all intellectual property rights and is the 100% owner of Half Minute Pubs UK Ltd which is the operating company managing advertising sales and relationships with venues and other media owners.